This article was originally published in a sponsored newsletter.

As I mentioned in my last article, the business of contact lenses is a critically important arm for many eyecare practices, specifically understanding contact lens capture rates and annual supply sales percentages. Next-level stats dive into the specifics of the type of daily disposable lenses fit and dispensed at the office. Again, if practitioners want to analyze and improve something, they need to measure where they are, define the strategy, and measure the results.

Stats to Measure

Two very important next level stats are:

1. Category of daily disposable contact lenses sold  This stat breaks down sales into the percentage of single-vision versus toric versus multifocal lenses. It is nice to know where the practice is in order to consider growth in certain categories.
   
   For example, Office A may fit 80% single-vision daily disposable lenses, 15% toric, and 5% multifocal lenses. This office may want to focus on multifocal daily disposable lens growth for the next three months. This could be achieved by offering contact lenses to as many eligible presbyopic patients that come into the office.
   
   Make it a mini game with a reward if the goal is reached. Then analyze those numbers three months later. Growth will happen when there is a focus on that area.
   
   
2. Type of daily disposable lenses sold  These types could be further broken down based on practitioner preferences. The simplest way to split this up would be hydrogel versus silicone hydrogel daily disposable lenses. I personally like to dig a little deeper into this by splitting these types based on entry-level, workhorse, and upgraded (i.e., low-cost to highest cost) daily disposable lenses.

Additionally, practitioners can choose where to assign specific daily disposable products (e.g., product A = entry level, etc.). Entry-level or low-cost daily lenses are most likely hydrogel designs that have been on the market for quite some time. Upgraded lenses are most likely silicone hydrogel lenses that have been more recent launches.

After deciding which lens fits into each category, evaluate that mix and decide where the opportunity is. For example, Office B could be selling 75% entry-level daily disposable lenses. This would create an opportunity to upgrade patients and grow the workhorse and the upgraded category of lenses.

Create a buzz around new products and get all the practitioners and staff talking about them. Develop a strategy with patients. Ask “Have you heard about the new toric daily disposable contact lens on the market? This material has a moisture ingredient added into them that allows a more comfortable wearing experience along with improved end-of-the-day comfort!” Get patients excited to try something new that will improve their vision and enhance their comfort.

Daily disposable contact lenses not only provide an opportunity to improve a patient’s vision and comfort, but also provide an excellent business growth opportunity. Understand the statistics of your specific practice and where the opportunity is for sustained growth within the daily disposable contact lens market.